At last… beautiful maternity bras, nursing bras and matching sets
BY STYLE EDITOR, ON 30 NOV 2010 10:05 NEW LAUNCHESCOMMENTS
A new lingerie brand has arrived at debenhams.com and it’s just the thing for new mums and mums-to-be. We were very excited when we got to view the samples because it’s just so pretty, a nice change from the plainer styles that pregnant women have probably come to expect. There are beautiful maternity bras, matching sets, pretty patterns and sumptuous fabrics so you can feel your best.
I caught up with the creator and person the range is named after, Emily…
Tell us about Emily lingerie, who is it for?
Emily Lingerie is beautiful lingerie for Mums and Mums-to-be
We’ve definitely had customers asking for prettier maternity and nursing lingerie, was this a big consideration in developing the range?
Most definitely. Just because you’re pregnant or nursing doesn’t mean you don’t want to wear gorgeous lingerie.
We love the pretty patterns and luxurious fabrics, where does the inspiration for the designs come from?
We get our inspiration from everywhere. We always follow the catwalk shows to see what trends are coming through and translate into our own designs. Equally we can get inspiration from something we see when travelling or from visiting a museum.
It’s generally recommended that maternity bras are not underwired, but you have a version which can be. How does it differ from the traditional underwiring?
Our underwired maternity bras are made using a special wire with a titanium content making it very lightweight and flexible. Our underwires are longer than normal underwires which means the bra is wider at the sides so it does not come into contact with delicate breast tissue.
You’re a busy mum yourself. How do you fit it all in?
I have 3 young boys aged 3, 4 and 8. It is a big juggling act but running your own business does allow you the flexibility to be able to spend time with my children. Running your own business is the ultimate challenge but one I totally enjoy.
Do you have any tips for feeling confident during pregnancy and as a new mum?
Wearing lovely underwear is a perfect boost for your confidence! Embrace pregnancy and motherhood and feel proud of your bump
Do you find that some of your products are bought by other women, not just pregnant women and nursing mums?
We do find our softcup support bras are often bought as a girl’s first bra, women who have had surgery or simply if the customer prefers their bra without a wire.
What made you want to start your own business and how did you go about doing it?
I’ve always worked as a lingerie designer and after having my first child I felt there was a gap in the market for luxurious, pretty maternity and nursing lingerie. I started the business from my kitchen table in 2005 and quickly started to supply maternity and lingerie boutiques. Now we’re very proud that 5 years later we’re an award-winning brand supplying stores worldwide.
Do you have any tips for men buying Emily lingerie as a gift for a wife or partner?
I would suggest they make sure they know their wife or partner’s size first of all as their size is likely to change several times during pregnancy and breastfeeding! To completely spoil their wife or partner they will need to buy four or five bras, one to wear, one spare, one to sleep in and one or two will always be in the wash!
What maternity clothing must-haves should pregnant women be looking for?
Definitely buy a good selection of basics. Then add a few key pieces on top for special occasions or work. There is a really good selection of maternity clothing available and at all price points. Pregnant celebrities are always featured in the magazines and they’re really good inspiration for style tips.
What does the future hold for Emily, any exciting projects or ranges coming soon?
We launch new collections every season so keep a look out for our new styles! We will continue to add new styles in our wired ranges which are proving very popular. We will also be adding nightwear and swimwear to our collections in future.